Specifiky integrované marketingové komunikace ve farmaceutickém průmyslu – Bc. Kateřina Rosická
Bc. Kateřina Rosická
Master's thesis
Specifiky integrované marketingové komunikace ve farmaceutickém průmyslu
Specifics of Integrated Marketing Communications in The Pharmaceutical Industry
Abstract:
Diplomová práce vychází z obecné struktury marketingového mixu a marketingového komunikačního mixu, jeho nástrojů, prostředků a technik, které dále využívá jako referenční rámec pro stanovení specifik integrované marketingové komunikace ve vybraném odvětví (oboru). Ty poté dokládá relevantními kazuistikami. V závěru práce přináší shrnutí jednotlivých specifik, hodnotí jejich přínos a identifikuje potenciální …moreAbstract:
This diploma thesis is based on the general structure of marketing mix and marketing communication mix, its tools, activities and techniques, which are then used as a reference framework for defining the specifics of the integrated marketing communication in selected sector (industry). These specifics are then demonstrated by relevant case studies. In the conclusion it provides a summary of particular …more
Language used: Czech
Date on which the thesis was submitted / produced: 30. 9. 2015
Identifier:
https://is.vsfs.cz/th/zxtuk/
Thesis defence
- Date of defence: 5. 11. 2015
- Supervisor: PhDr. Pavel Čírtek
- Reader: PhDr. Marek Matějka
Citation record
Full text of thesis
Contents of on-line thesis archive
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Institution archiving the thesis and making it accessible: Vysoká škola finanční a správníUniversity of Finance and Administration
Master programme / field:
Economics and Management / Marketing Communication
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